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The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.

PART ONE Integrated Marketing Communications and Its Role in Brand-Equity Enhancement

1

(49)

Overview of Integrated Marketing Communications

2

(20)

The Marketing Communications Process and Brand-Equity Enhancement

22

(28)

PART TWO IMC from the Customer's Perspective: Targeting, Communicating, and Persuading

50

(103)

Positioning and Targeting for MarCom Efforts

51

(29)

The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information

80

(34)

Persuasion in Marketing Communications

114

(39)

PART THREE Communicating New Products, Brand Naming, Packaging, and Point-of Purchase Advertising

153

(70)

MarCom's Role in Facilitating Product Adoption

154

(26)

Brand Names, Logos, Packages, and Point-of-Purchase Materials

180

(43)

PART FOUR Advertising Management

223

(244)

Overview of Advertising Management

224

(32)

Creative Advertising Strategy

256

(36)

Endorsers and Message Appeals in Advertising

292

(30)

Assessing Ad Message Effectiveness

322

(32)

Traditional Advertising Media

354

(32)

Alternative Offline Advertising Media and Mass Online Advertising

386

(20)

Offline and Online Direct Advertising

406

(24)

Media Planning and Analysis

430

(37)

PART FIVE Sales Promotion Management, Marketing Oriented, Public Relations, and Sponsorships